History of St. Petersburg, Florida From Vintage View-Master Photographs

In this episode: Detective work to find a photo location; History of Child’s Pharmacy; The Snell Arcade; A Salt-Water Taffy Tycoon; Mirror Lake; Origin of “Sunshine City”; John Lodwick’s Advertising Campaigns; City Founding; The Pier Wars; Racism in St. Petersburg

Today's adventure takes us back to the enchanting year of 1949 in St. Petersburg, Florida, as we unravel the mysteries behind reel SP-9037.

Our quest begins with a mission to locate four vintage picture-perfect spots. Armed with only a modern map and a keen sense of detective work, we embark on a journey to find "The Famous Green Benches," captured in 1949. The challenge intensifies as we decipher clues from postcards, street lamps, and distinct sidewalk tiles. The trail leads us to the Annual Festival of the States, a vibrant celebration that adds another layer of history to our exploration.

As we trace the steps of the View Master photographer, we stumble upon the legacy of Childs Pharmacy. Delving into the past, we uncover tales of Harry W. Childs, a World War I veteran turned pharmacist, whose pharmacy once stood at 337 Central Ave. The disappointment of not finding the original green benches is replaced by a deeper connection to the city's history, resonating with stories of family, changes, and the passage of time.

Our adventure continues to the iconic Snell Arcade, witnessing the clash between preservation and modification throughout the years. The Snell Arcade, a testament to the city's boom and bust, now stands as a reminder of its eclectic architectural past. As we explore, we unravel the origins of St. Pete's famed "green benches," tied to salt-water-taffy tycoon Noel Mitchell and his unique approach to city benches.

Next on our itinerary is Mirror Lake, a serene location with a history reminiscent of MacArthur Park in Los Angeles. Despite construction hindrances, we reflect on the transformation of city reservoirs into public parks, drawing parallels between two distant cities and their evolving landscapes.

St. Petersburg's nickname, the "Sunshine City," echoes in our minds as we stroll through the streets. A delve into its promotional history reveals the inventive strategies of John Lodwick, the city's first public relations director, who shaped its image and earned it the moniker "The City that Advertising Built."

Our journey concludes at the historic pier, tracing its evolution from the Railroad Pier to the Million Dollar Pier, and its eventual demolition in 1967. We witness the unveiling of the inverted pyramid pier in 1973 and the recent opening of the new pier in 2020. However, the shadows of segregation linger, as we learn about discriminatory beach policies that persisted even after legal challenges.

The famous green benches, once exclusive, now hold a complex legacy. While some were removed in the '60s, a few endure, serving as a silent reminder of the city's past. Our adventure ends with a glimpse of the "Beautiful Sunken Gardens," leaving us eagerly anticipating the next episode of View Master Travels. Until then, fellow adventurers, keep exploring and uncovering the hidden tales of our world!

Video Credits:

“Business in Pinellas County” - from State Archives of Florida - www.floridamemory.com
“1961 Festival of States Parade St. Petersburg, Florida” - home movie from @foxboy45 on youtube

Image Credits:

State Archives of Florida
Sepia photo of woman on a green bench from simpleinsomnia

Audio Credits:

Tottenham Court Road: https://freesound.org/s/14604/
Halloween Parade 2013: https://freesound.org/s/204107/
Harbor Dock Activity: https://freesound.org/s/438158/
Pelicans: https://freesound.org/s/242083/
A Thud: https://freesound.org/s/215162/
Pershing Square in Los Angeles: https://freesound.org/s/316604/
Inside a Pharmacy: https://freesound.org/s/706971/
Medium Traffic: https://freesound.org/s/407334/
Busy Street: https://freesound.org/s/538952/
Birds at a Lake: https://freesound.org/s/640782/
Tree Leaves: https://freesound.org/s/87289/
Elizabeth Lake: https://freesound.org/s/86625/
Fort Desoto Waves: https://freesound.org/s/221318/
Beach Ambiance: https://freesound.org/s/487005/
Calm Beach: https://freesound.org/s/474919/
Broken TV: https://freesound.org/s/490749/